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Decision Making in Personal Insurance: Impact of Insurance Literacy

Author

Listed:
  • Sampath Sanjeewa Weedige

    (School of Economics, Huazhong University of Science and Technology, Wuhan 430074, China)

  • Hongbing Ouyang

    (School of Economics, Huazhong University of Science and Technology, Wuhan 430074, China)

  • Yao Gao

    (School of Social Sciences, University of Manchester, Manchester M13 9PL, UK)

  • Yaqing Liu

    (School of Medicine and Health Management, Huazhong University of Science and Technology, Wuhan 430074, China)

Abstract

Financial illiteracy and underinsurance have been revealed to be critical issues in the financial sustainability and well-being of families. However, studies show that financial literacy does not necessarily translate to insurance literacy, and more specialized education can improve insurance literacy. Little is known about the impact of insurance illiteracy on the inclination to seek and retain insurance. Considering this gap, our study aimed to investigate the direct and indirect effect of consumers’ insurance literacy on purchasing decisions of personal insurance. The study sample consists of middle-class consumers in Sri Lanka. A total of 300 valid questionnaires were collected and analyzed using a variance-based structural equation modeling. The results revealed that insurance literacy directly, and through its mediators of trust, perceived benefits, and favorable attitudes towards insurance, impacts the behavioral intention, significantly and positively. The cognition-based trust affected the purchase intention only through its mediators. Additionally, there is a significant difference between those who are having and not having insurance in terms of insurance literacy, trustfulness, and perceived value of insurance. This study is relatively a pioneer study, and findings will be of great interest to academicians and policymakers to encourage personal insurance as a tool in achieving financial security and well-being.

Suggested Citation

  • Sampath Sanjeewa Weedige & Hongbing Ouyang & Yao Gao & Yaqing Liu, 2019. "Decision Making in Personal Insurance: Impact of Insurance Literacy," Sustainability, MDPI, vol. 11(23), pages 1-24, November.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:23:p:6795-:d:292490
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    2. Yoshihiko Kadoya & Naheed Rabbani & Mostafa Saidur Rahim Khan, 2022. "Insurance literacy among older people in Japan: The role of socio‐economic status," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(2), pages 788-805, June.

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